For generations, LEGO bricks have been a staple of New Zealand childhoods – from the bottom of toy boxes in Auckland to display shelves in Dunedin. But in recent years, a new kind of bulding block has been stacking up: sustainability.
The LEGO Group has set an ambitious goal to make all of its products and packaging from more sustainable materials by 2032. This isn’t just a corporate buzzword; it’s a massive technological and creative challenge that aligns with the Kiwi value of kaitiakitanga (guardianship of the environment).
The Challenge: The Infamous “Clutch Factor”
First, it’s important to understand why this is so hard. LEGO bricks are currently made from a plastic called ABS (Acrylonitrile Butadiene Styrene). It’s incredibly durable and, most importantly, has the perfect “clutch factor” – the precise snap that lets two bricks click together firmly but still be pulled apart by a child.
Finding a sustainable material that is safe, durable enough to last for generations, and indistinguishable from current bricks has taken years of research and testing of over 600 different materials.
The New Wave of Sustainable Materials
The LEGO Group is using a multi-pronged approach, creating different elements from various sustainable sources. Here are the stars of the show:
- Plants from Plants (Bio-PE): Since 2018, flexible elements like trees, leaves, and bushes have been made from bio-polyethylene. This is made from sustainably sourced sugarcane. Today, over 200 different elements are made from this material.
- Kitchen Offcuts to Clear Bricks (arMABS): Starting in 2024, transparent elements—windows, windscreens, and even lightsabres—are being made with arMABS. This contains 20% recycled material from artificial marble, often sourced from kitchen worktop offcuts.
- Ropes, Nets, and Oil (rSEBS): LEGO is the world’s largest tire manufacturer. In 2025, they announced new tires made with at least 30% recycled content from discarded fishing nets, ropes, and recycled engine oil.
Where Does New Zealand Fit In?
It’s important to note: LEGO does not manufacture bricks in New Zealand. Sourcing and moulding happen at global sites in Denmark, Hungary, Czech Republic, Mexico, and China. The sets you buy at Toyworld, Whitcoulls, or Kmart were moulded thousands of kilometres away.
However, New Zealand plays a critical role in the circular economy.
Product Circularity: LEGO Replay in NZ
crucial part of sustainability is keeping materials in use. Following its success overseas, LEGO Replay is a key focus for the region. This program allows Kiwis to donate old, unwanted, or dusty bricks. They are collected, cleaned, and sorted, then donated to children’s charities and schools across the country. This ensures bricks find a new home rather than sitting in a garage or ending up in a Kiwi landfill.
The Consumer Voice
As a nation that prides itself on protecting its unique landscape – from our coastlines to our native bus – Kiwi consumers have a powerful voice. The shift toward paper-based bags inside LEGO boxes (currently rolling out in NZ) is heavily driven by consumer demand for less plastic waste.
Conclusion: Prototyping the Future
The journey isn’t over. The LEGO Group famously prototyped a brick made from recycled PET bottles, only to discover that scaling production would actually increase their carbon footprint.
This transparency is key. Innovation is messy and requires “failing forward.” By combining cutting-edge materials science with circular programs, we are prototyping a more sustainable future – one brick at a time.